Avaya Revamps its Channel Rewards Systems

Avaya has announced a two-pronged restructuring of its channel strategy in Europe, Middle East and Africa (EMEA): A simplified BusinessPartner Program for value-added resellers (VARs), and a new Global AlliancePartner Program for system integrators (SIs) and service providers (SPs).

The BusinessPartner Program now offers a centralised infrastructure for the EMEA region that recognises not only the volume of investment in Avaya, but also the mutual business value created for and by its partners. In a move to improve the quality of its BusinessPartner network, Avaya has removed the revenue thresholds on partners to qualify for rewards as well as its partner level status program.

Avaya’s new Global AlliancePartner Program leverages its partnerships with leading technology and consulting brands to provide customers with leading-edge hardware, software, services, and consultative expertise in one cohesive package. For SIs and SPs, it offers a globally consistent, predictable and easy to engage in framework that fits the AlliancePartner’s go-to-market (GTM) business model to maximise mutual revenue opportunities.

“Avaya’s channel program now aims to be regionally consistent, simple to understand and engage in and scalable to partner and business growth. We need to ensure there is more transparency with the channel and a mutually rewarding relationship can be built through shared objectives,” said Patricia Hume, vice-president, channel sales, EMEA, Avaya. “The key differentiator for Avaya is our focus on a more value based BusinessPartner Program – finding the balance between the value and the volume propositions. While revenue volumes are important for business sustainability, there is no reason why a partner’s investment in Avaya training and support capabilities should not be rewarded.”

Under both the programs, partners will now have access to comprehensive, well-structured training and certification programs to gain maximum advantages of the new program framework that emphasises Avaya product knowledge and service capabilities. To ensure greater transparency with the channel and a mutually beneficial relationship through shared objectives, partners will be encouraged to jointly plan key account strategies with a view to effectively forecast sales and manage the new business pipeline.

“As one of the most highly accredited and skilled resellers in the UK, Avaya’s simplified BusinessPartner Program provides Central Telecom much greater benefits than before,” said Andy McDougall, chairman and managing director, Central Telecom, a Platinum Avaya BusinessPartner. “We also truly believe that the new enhancements and increased focus towards specialisation allows partners to highlight specific areas of competencies and expand proficiencies, enabling Avaya’s BusinessPartners to differentiate themselves in a very competitive marketplace.”

As a commitment to its partners, Avaya will evaluate its BusinessPartner and Global AlliancePartner programs in EMEA on an ongoing basis over the next couple of years to ensure maximum benefit to partners and customers, and a steady growth of the channel.

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